Turkey is located at a point where the Asia and Europe is intersect; the country has a high export volume to these countries with the advantage of its geographical location close to the countries with historical and cultural ties. Also the proximity to Europe and European States results in high-volume trading. Benefitting from the advantages created by Turkey’s geographical position via e-commerce channel, it is possible to increase the volume of exports to both Europe and the Turkic Republics and the Middle East.
For this, there is a need for large and medium-sized companies in Turkey to be directed towards more e-commerce. Similarly, in countries where it is planned to export through e-commerce channels,e-commerce must be widespread and the necessary infrastructure must be appropriate. Turkey’s Vision 2023 goals demonstrate the significant opportunities offered by e-commerce. E-commerce will have important contribution to the objectives set out in the framework of Turkey’s Vision 2023; in particular, “a great economy,” “strong community”, “viable environment and brand cities”, and “leading country” (Table 1).
Table 1. Turkey’s 2023 Vision – Impact of E-commerce
| Target | The Impact of E-commerce | |
| A Great Economy | A great economy, a rich country
Export target of 500 billion dollars Global brands from Turkey 50 million visitors, 50 billion USD revenue |
Increase in general trade and exports
Convenient opening of companies especially SMEs abroad A more effective marketing, advertising, promotion and sales via internet Foreign tourists booking reservations and purchasing services through internet . |
| A Strong Community | To decrease unemployment rate to 5%
To provide job opportunities for persons with disabilities the elderly feel a part of the community |
Creation of workforce for the disadvantaged population.
Matching job seekers with employers through internet-based applications The ease of shopping from home |
| A Living Environment and Brand Cities | Regional Development
Rural Development |
Creation of workforce for the disadvantaged population.
Providing shopping opportunities for disadvantaged groups |
| A Leading Country | Global Actor
Strengthening relations with Balkans, Caucasus, Turkic Republics, Africa and the Emerging Asia |
With the support of the Internet more effective promotion, marketing and export |
Source: Republic of Turkey, Ministry of Development, Information Society Strategy Renewal Project, April 2013.